There’s now another place where you can create TikTok videos: Adobe Express. Creation workflows for the viral app are directly integrated into the ubiquitous design software, the companies announced today. This should extend TikTok’s reach while streamlining creators’ ability to produce and publish to TikTok.
The integration specifically happens with TikTok’s AI-powered Creative Assistant. Starting today, it’s available in Adobe Express, which is Adobe’s low-cost cloud-based version of Creative Cloud. It’s often used by creators and brand marketing departments for beginner to intermediate design capabilities.
The Creative Assistant add-on within Adobe Express can be activated in a few steps, then is available to start creating videos. The biggest benefit of doing so is direct integrations that make it easier for creators to work across platforms, or elevate their existing capabilities with Adobe Express.
That last part is likely what Adobe hopes to get out of this. By offering a direct integration to an increasingly popular distribution channel, it’s hoping to make Adobe Express more attractive and sticky. Meanwhile, TikTok benefits by extending its reach to creators and supporting higher-quality production.
One Stop Shop
Going deeper on some of the benefits of this integration, they mostly stem from streamlining workflows and saving time for creators. For example, rather than create videos in Adobe Express to then be exported and uploaded to TikTok, users can publish TikTok videos without leaving Adobe’s environment.
This feature alone should resonate with a large segment of creators. Given Adobe’s ubiquity in creative production, a good portion of TikTok creators (and brand marketers) are already Adobe Express users. The Venn Diagram between TikTok and Adobe creators means this move could be impactful.
As for feature details, several TikTok staples are included within the Creative Assistant add-on, making it a familiar design environment for existing TikTok creators. There are also Adobe-specific features that could resonate, such as Adobe Stock video clips, audio files, stickers, and other TikTok-native styles.
Adobe and TikTok also emphasize marketing use cases. In fact, TikTok’s Creative Assistant was launched in September to help brands and SMBs get the most out of TikTok by having an AI-fueled environment to create content. Now they can do the same within Adobe Express – again, the Venn diagram.
Social Co-Pilot
Beyond creation tools, this collaboration will include some functional benefits. For example, TikTok Insights – its native analytics engine – will be included in the Adobe Express integration. Creators can tap into this feature for insights on trending hashtags and other performance metrics.
Using this function, brand marketers looking for inspiration for their next campaign can view trending hashtags to see what topics and themes are gaining traction on TikTok at any given time. They can then align their brand messaging and even get the help of an AI agent for writing copy.
For example, according to TikTok, Creative Assistant can be used to generate a Valentine’s Day campaign for a local flower shop, highlighting 20 percent off featured products. Using that or similar prompts, Creative Assistant can suggest a video script that includes not only copy but visual assets.
Speaking of which, the new integration wouldn’t be complete without a dash of generative AI – tracing back to Creative Assistant’s AI underpinnings. Among other things, it will help creators brainstorm and execute creative directions – thus fulfilling AI’s increasingly popular as a productivity “copilot.”
